Gillette’s purpose-driven attempt to revitalise its slogan, ‘The best a man can get’, isn’t just a waste of ad budget but an expensive exercise in destroying its dominant market share.
There may not be immutable laws governing how marketing and advertising work, but that’s no excuse for failing to take a scientific approach to progressing our knowledge of them.
Marketers must embrace technology colleagues’ expertise so both work together for the customer rather than independently for themselves, according to senior executives at Marketing Week’s roundtable event.
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Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
By focusing on long-term brand building over short-term ‘Bat-Signal’ marketing, UKTV has been able to grow the share of some of its key channels by a “very significant” amount.
Since joining Blackstone from Droga5 last summer, Jonny Bauer has been on a mission to enhance the strategic muscle of brands across the private equity firm’s portfolio.